Single moms – the niche that can mean billions to brands

by Tony Fannin, President, BE Branded  |

As I have stated before in previous blogs, women are not a niche, they ARE the market. But, there is an interesting niche that is growing within the women’s market, though. It’s the single mom. Here are some interesting research finds that may surprise you:

• 40% of all U.S. children are born to single women today
• There are over 10 million single mothers with children under 18
• They are older (average age of 39)

Here are some more intriguing bits of insights:

• The stigma of a single mom being young, harried and hassled is more of a Hollywood creation than reality
• More women are choosing to be single moms than they are “forced” to
• Over one-third do have the support of a live-in partner
• Over 52% of millennials think being a good parent is one of the most important things in life
• Only 30% of this same millennial group  think choosing the right partner is as important
•  Most single moms consider themselves as “traditional” with traditional values

What does this all mean and should you even consider marketing to them? First of all, I believe you can not afford to ignore them. To me, they should be one of the top priorities. Because of their choice of lifestyle, they are one of the most connected groups in society. They have vast networks and social connections. If you are seen as a brand that champions their needs and lifestyle, you will be rewarded with a huge multiple in word-of-mouth and referrals. That is real social media power. Women, when marketed to properly, will tell, on average 22 others. Men, on the other hand, will only tell 2. Also, single moms of today don’t carry around the “old fashioned” stigma that they used to have 10 or 15 years ago. More women are single by choice and that is very empowering to them. They are in charge of their lives and the lives of their children. They are the primary influence on their children, so single moms have even more “marketing value” that traditional married families.

This group is also the most tech connected. They use technology for all it’s worth and are open and appreciative to any brand who is willing to help serve her and make life easier and provide value to their family. Again, they will pass your brand along to all of the other mothers and support people that are in their sphere of influence via digital media. They can become one of your most powerful online, mobile marketing tools if you can win her over.

There are the “Secondlife moms.” This is an older group, most likely divorced, but well educated, works full time, and financial independent. They are reinventing themselves and are open to new brands to help them in that makeover. They have found their second “teen years” by going out more with friends, dating, and trying new things. This is a great way for a brand to introduce themselves to a new market. They are actively seeking new brands to help them in their “second life”.

When asked if single moms are accepted more by mainstream society, 92% said yes. And 93% agreed that in the next 10 to 20 years, there will be even more single moms.

About Be Branded

Tony Fannin is of President of BE Branded, an integrated marketing firm who helps clients BE Somebody to their customers. If you aren't somebody, then you are commodity.

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